Building visual identity: How Ferrari uses architecture to enhance its corporate image.
Opened in April in 2017, Ferrari Land is a testament to the legacy and innovation of one of the most iconic brands in the world of motorsport. Located within the PortAventura World complex in Salou, Spain, this theme park is the result of the collaboration between the Italian brand Ferrari and the PortAventura Entertainment group.
Ferrari land: An unforgettable experience for the Tifosi
The decision to create Ferrari Land was driven by Ferrari’s desire to expand its brand presence and offer an immersive experience to its fans. With an initial investment of approximately 100 million euros, the park offers a space where speed, technology and design meet to create an unforgettable experience.
The aim was to increase the global reach of Ferrari’s image as a synonym of luxury and exclusivity, while cultivating a deeper emotional connection with its followers.
Iconic façade made of aluminum composite panels
The façade of the Ferrari Experience, the central element of Ferrari Land, is the architectural icon that encapsulates the essence of the brand. Designed to mimic the frontal curves of a Ferrari GT, the structure is not only aesthetically impressive, but also functional, incorporating advanced elements of sustainable design. The use of materials such as the aluminium composite panels allows the structure, in addition to visually stand out, to reflect the innovation and technology that are the cornerstones of the Ferrari brand.
The bright red colour of the façade is the iconic Rosso Corsa, a symbol of speed and passion that has characterized Ferrari cars in international competitions. Not only does it highlight the brand identity, but it also creates a visual focal point that attracts visitors from any part of the park.
